In a world where information is overwhelming, attention is limited and competition is fierce, shrewd public relations professionals are using new and innovative ways to capture the attention of the national media and secure their clients press coverage.
With an estimated 122,000 public relations specialists bidding for the attention of reporters and producers across the nation, the days of the easy pitch appear to be a thing of the past. Today, reacting to trends, news and surveys is sometimes the best way to get the job done.
Describing something as a trend is a surefire way to get the attention of the media and the public. Since they are eager to know what’s “hot” in today’s society, positioning clients as experts on , or participants in , new trends is a way to secure timely, influential coverage.
One wholesale software marketer had difficulty promoting its Web-based services because it wasnt’ “sexy” enough for the media.
That changed when it was named as one of a growing number of “Net Markets” , online wholesale marketplaces mainstreaming the way everything from steel to electricity is distributed. Now, the media could easily see its importance to the software industry.
– Research Uncovers
Less Obvious Trends
Sometimes, however, it isn’t so easy. The trend may not be so obvious and research to identify it needs to be conducted.
For example, one daytrading Web site was a big hit with the media late last year when its industry was getting a bad rap. However, the fervor quickly died. Seeking to identify a new “hook” for the media, we conducted interviews of the site’s members to find out their likes and dislikes of the site, what activities they were completing on the site, etc.
We found that many had turned to swing trading , a new form of investing that was not as time-consuming as day trading. These individuals were happy with their newly found free time and pleased they were enjoying the same financial rewards as when they were day trading.
Approaching national print, radio and television outlets, swingtrading was pitched as the “new trend for individual investors with a life.” The media loved it. In just a few months the director of the swing trading room was interviewed numerous times , primarily on national television and radio shows , about the new trend and its growing popularity.
– Follow The
News Leader
In order to know about the latest trends, analyze the morning papers and some major news Web sites to stay alert for news regarding your clients’ industries. When a significant news story breaks, it is the media’s responsibility to follow-up and provide local, regional and national reaction, as well as information on how it will impact the associated industry. In short, it provides the perfect opportunity to position a client’s CEO as an expert.
For example, when a July 12 Associated Press article came out about the Federal Trade Commission’s crackdown on rogue Internet pharmacies, we immediately contacted our health care client. The CEO of an online pharmacy, he was an ideal candidate for follow-up/reaction interviews.
After confirming he was available for interviews, a mass E-mail was sent to his national media contacts offering him as an expert source for comment on the issue. Within hours, a number of interviews were set up and the client was one step closer to getting the national publicity he craved.
One of many buzzwords the press just can’t resist, “survey” has become synonymous with findings and new information that is undoubtedly newsworthy. Having clients conduct a survey, or comment on one relevant to their industry, is usually a successful way to secure media placements.
– Finance Company
Surveyed Web Users
One of our online financial communities serves as a perfect example. Devoted solely to Internet stocks, it recently surveyed its users to identify who invests in Internet stocks, how and why.
The findings were condensed and presented to the media in the form of a press release, which was sent out over a newswire service and E-mailed to some 500 reporters and producers. Since, the survey has been reprinted in its entirety several times, the CEO of the company has been interviewed about the findings and interest has been renewed in what was a waning topic.
As PR professionals we must always be aware of the wants and needs of the media. Just as we are there to service it, it is there to serve the public. Time, it seems, has never been so limited. And people demand information that is timely, accurate and newsworthy. The days of fluff are gone. So, stay trendy, read your newspaper and conduct a survey every once in awhile for good measure.
Drasnin is president of San Diego-based Drasnin Communications.
